Digital Cinema Media (DCM) ramps up digital

October 10, 2008

Source: Digital Cinema Media

Digital Cinema Media, the cinema sales house formerly owned by ITV and known as Carlton Screen Advertising, plans to ramp up its digital presence with the aim of a third of its UK cinemas having digital capabilities by 2009.

DCM, which is also recruiting for a permanent managing director to take over from interim chief executive Debbie Chalet, who will leave once her replacement is on board, is on the look out for a chief financial officer and a senior executive in its creative solutions team.

Following the completion of CSA's acquisition by Odeon and Cineworld from ITV for £500,000 on 11 July, the company is also revealing a new corporate identity. Its new logo takes the shape of a light projector and is intended to give the company a more modern look.

"We wanted a colourful new logo with a simple shape that could reflect our ethos," said Chalet. "It will be easier to keep changing and updating our look from next year onwards, as one in three cinemas should have digital capability by then. CSA's old logo had been same for the last 10 years."

Chalet also explained how the company's new owners are already expanding DCM. "Now that our biggest customers are also our owners, there is a lot more stability and we can focus on growing the revenue we control and not just retaining business."

Odeon and Cineworld, as equal partners in DCM, will be investing heavily in digital over the next few years, a development Chalet calls "key" for advertisers which will enable DCM to offer clients more bespoke advertising.

DCM occupies 66.7% of the cinema advertising market with Odeon and Cineworld accounting for 53.5% of that share. The rest is made up of smaller independent cinemas, for whom DCM handles sales. Rival sales house, Pearl & Dean accounts for the rest of the market, and counts Vue as its biggest cinema group.

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